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  • Kim, Donghoon
  • Division   Marketing
    Ph.D. Columbia University
  • Lab   Business Hall #610
  • Contact   02-2123-2526
  • Email   dhkim@yonsei.ac.kr


1989 Ph.D. Columbia University
1985 MBA Columbia University
1983 B.B.A. Yonsei University


Professor, School of Business, Yonsei University, 2002-present
Associate Professor, School of Business, Yonsei University, 1997-2001
Assistant Professor, School of Business, Yonsei University, 1994-1997
Assistant Professor, State University of New York at Buffalo, 1989-1994


Marketing Strategy


Marketing Strategy
Brand Strategy
Analysis of Brand Choice Behavior
Marketing Modeling Long Term
Impacts of Marketing Mix Variables
Marketing Database Analysis


“Determinants of visual forms used in print advertising A cross-cultural comparison,” International Journal of Advertising, v28(1), 2009.1, pp.13-47.

“Do VIP Programs Always Work Well? The Moderating Role of Loyalty,” Psychology & Marketing, v26(7), 2009.7, pp.590-609.

“Korean Air: Bringing Art and Culture to the World,” Korean Marketing Journal, v11(3), 2009.10, pp.167-184.

“Analysing Foreign Consumers' Perceived Brand Image of Korean food,” Korean Journal Food Cookery Science, v25(6), 2009.12, pp.655-662.

“New Product Development and Launching Strategy for a Flatscreen TV,” The Korean Venture Management Review, v11(1), 2008.2, pp.121-144.

“LIG Corporate Image Re-establishment through New Corporate Image Strategy,” Korean Marketing Journal, v10(3), 2008.10. pp.103-125.

Park, H., Donghoon Kim, and D. Lee. 2007. World First Alkaline Soju: Market Segmentation Through Well-being Soju. Korean Marketing Journal, 9(3): 209-232.

Kim, Donghoon and H. Lee. 2007. Adopting the Concept of Reference Discount in Modeling the Impact of Price Discount on Brand Choice. Journal of Consumer Studies, 18 (2): 23-40.

Kim, Donghoon and S. Lee. 2007. Modeling the Impact of Feature Advertising on Sales to Derive the Optimal Advertising Interval. Journal of Korean Marketing Association, 22 (1): 59-80.

Kim, Donghoon. 2007. Progress of Management Education in Korea. Journal of Management and Entrepreneurship, 1(2): 3-12.

Kim, Donghoon and E. Seo. 2006. Implementing Ethical Business Practices: The Case of Aju Group. Journal of Consumption Culture 9 (4): 241-260.

Kim, Jaeil, Donghoon Kim, and Jinkyo Kim. 2005. Korean Airlines’ Internet Marketing Strategy. Korean Marketing Journal, 7 (3): 143-159.

Kim, Donghoon and H. Kim. 2004. The Comparison of Online and Offline Purchases: A Transaction Cost Perspective. Journal of Distribution Research, 9(1): 25-45.

Park, Munkyung, I. Yang, Donghoon Kim, S. Shin, and H. Lee. 2003. Measuring Service Quality Perception of University Faculty Members and Staffs Toward Faculty Foodservice Based on Lifestyle Segmentation. Korean Journal of Community Nutrition, 8(4): 556-565.

Park, H. and Donghoon Kim. 2003. New Product Launch Strategy in Response to Changing Market Environment: The Case of Allianz Life Insurance. Yonsei Business Review, 39(2): 181-204.


Dean, School of Business, Yonsei Unversity, 2015-present
Vice President for International Affairs, Yonsei University, 2010-2012
Editor-in-Chief, Journal of Korean Marketing Association, 2010-2012
Editorial Board Member, International Journal of Research in Marketing, 2008-present
Vice President for External Affairs and Development, Yonsei University, 2008-2010
Director, Institute for Leadership Development, 2007-2008.
Associate Dean, Graduate School of Business, Yonsei University, 2005-2007
Vice President, Korean Association for Survey Research, 2005-2006
Editorial Board Member, Journal of Consumer Studies, 2004-2006
Editorial Board Member, Journal of Distribution Research, 2002-2005


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